As more consumers shift their attention towards mobile devices, marketers want to ensure their ads are still seen in an increasingly over-crowded marketplace. Mobile marketing agency Millennial Media announced plans to offer 100% viewability for in-app mobile ad campaigns to ensure advertisers’ ads will be more visible.
Ad viewability has become a hot topic recently. A State of Viewability Report by the International Advertising Bureau (IAB) finds that it is a strong indicator of the success and accountability of a campaign, but it is hard to measure. Millennial Media is working with Integral Ad Science to bring the first viewability measurement tool for MRAID-compliant mobile ad app integrations to market.
Michael Barrett, President & CEO, Millennial Media and IAB Board Member, comments:
“The mobile ad ecosystem is desperately seeking guidelines around viewability. Today, we are choosing the highest standard possible by offering a 100% in-app viewability guarantee. We have selected Integral Ad Science as our measurement partner because they are the only at-scale vendor that can currently measure in-app viewability. We will continue to partner closely with the MRC, IAB, and the mobile ad ecosystem to define industry-wide standards around viewability. We are committed to becoming the largest mobile marketplace that provides 100% viewable, brand safe, and fraud free impressions.”
For now, the solution will cover interstitial and banner ads in the US and UK. Millennial plans to launch it globally and add programmatic as well as mobile support soon. Having tested the solution with various media outlets, Shenan Reed, President Digital, ad agency MEC, says:
“The responsibility of viewability falls on us all. Brands, agencies, publishers, ad tech vendors, and industry organizations all need to work together to push this forward and create industry-wide adoption. We’re happy to be among those who push this to the forefront.”
It is however, only a piece of the puzzle. Marketers still need to ensure their campaigns are creative and engaging enough to stimulate consumers, but if an advertisement isn’t seen it’s success becomes harder to measure.
Scott Knoll, President and CEO, Integral Ad Science, adds:
“Mobile has quickly become the first screen and most accessed device. As such, viewability in mobile is more important than ever. We leverage the most advanced science and technology to enable our clients to understand the quality of their media. Millennial Media is a trusted player in mobile and brings tremendous knowledge and expertise to this effort. They’re starting from a position of strength due to their direct publisher integrations and large footprint.”
Ultimately, advertisers are looking to secure their ads in a mobile ecosystem and Millennial Media is not the only company offering a guarantee. Publisher monetisation and traffic platform 33Across rolled out a similar offering only recently. However, Millennial Media comes with strong partners IAB and Media Ratings Council (MRC) to develop the new measurement tools and help to define standards.